Question

In Exercises 25–28, explain why the survey question may be biased or otherwise introduce bias into the survey. Then describe a way to correct the flaw. A child asks, "Do you support the construction of a new children's hospital?"

Short answer

The question is biased because it emotionally manipulates the respondent's answer by having a child ask about a sympathetic cause. An unbiased question could be: 'What is your opinion on allocating funds for the construction of a new children's hospital?'

Step-by-step solution

Identifying the bias

The bias exists mainly in the phrasing and context of the question. It seems designed to incite emotional response rather than obtaining unbiased data. After all, who would say no to a child asking about the construction of a hospital for children?

Analyzing effects of the bias

Such a biased question can lead to skewed data as respondents might feel compelled to agree to support the cause irrespective of their objective opinion, because of the emotional manipulation.

Correcting the bias

To remove the bias, the question should be asked by a neutral party and without an emotional context. A more balanced phrasing could be: 'What is your opinion on allocating funds for the construction of a new children's hospital?'. This way the question doesn't manipulate any emotional response and leaves room for all opinions to be expressed

Key concepts

Emotional Bias

Emotional bias in surveys is a subtle factor that can greatly affect the results of data collection. It happens when the survey question or method stirs emotions, leading the respondent to answer based on feelings rather than factual opinions. In the example given, a child is asking about a children's hospital, naturally triggering empathy and a desire to support.
This form of bias can skew data as respondents may feel obligated to respond positively due to emotional appeal rather than their true stance. To counteract this effect, it is crucial to strip the question of any emotional influence. An alternate phrasing would involve a neutral approach where emotions are not the key driver in decision-making.

• Recognize when questions stir strong emotions.
• Aim for a neutral tone in survey questions.
• Allow space for factual rather than emotional responses.

Question Phrasing

The way a question is phrased in a survey can significantly impact the responses received. Question phrasing can unconsciously guide a respondent towards a particular answer, especially if it suggests a desired behavior or opinion. Asking the question in a loaded or leading manner introduces bias.
In the example, 'Do you support the construction of a new children's hospital?' suggests that the respondent *should* support it without giving room for a neutral or opposing viewpoint. To correct such bias, the structure of the question should be neutral, allowing the respondent to express a range of opinions. Rephrasing the question could take the form of 'What is your opinion on allocating funds for the construction of a new children's hospital?' This version invites an unbiased response.

• Use clear and simple language.
• Avoid leading or suggestive phrasing.
• Ensure questions allow for a range of responses.

Data Integrity

Data integrity refers to the accuracy and consistency of data throughout its life cycle. For surveys, maintaining data integrity is vital to ensure that results accurately reflect respondents' true opinions and perspectives.
Biased questions in surveys can compromise data integrity by influencing responses. For example, when a child asks if you support building a children's hospital, affection might lead people to answer 'yes', affecting the data's authenticity.
To maintain integrity, ensure that the data collection process does not sway responses through emotional or suggestive questioning. Conducting pre-tests or pilot surveys can help identify and correct potential biases before the data collection process is fully implemented.

• Regularly check and validate data for consistency.
• Monitor the surveying process to detect any biases.
• Implement strategies to minimize biases before collecting data.

Survey Methodology

Survey methodology involves the strategies and processes that go into designing and conducting surveys. The aim is to obtain high-quality and unbiased data, which can be challenging due to various types of bias.
In our example, the bias stemmed from both the phrasing and the method of asking. A child asking about a hospital strikes emotional strings and leads to biased responses. Effective survey methodology would entail formulating questions that are neutral and selecting diverse survey mediums that do not inherently inject bias.
Ensuring that respondents have the freedom to express their true thoughts without pressure is a fundamental goal. Consider using diverse questioning strategies that avoid calling on authority figures or exploiting emotionally sensitive topics inappropriately.

• Select appropriate and unbiased survey mediums.
• Design neutral questions to avoid influencing responses.
• Consider pre-testing surveys to refine methodology.